Responding to Customer Feedback: Steps & Examples

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  • 0:00 Responding to Customer…
  • 1:17 How to Respond to Feedback
  • 2:54 Utilizing the Feedback
  • 4:07 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

This lesson will look at responding to customer feedback. First, the importance of customer feedback will be discussed. Then steps outlining how to respond to customer feedback will be provided with examples.

Responding to Customer Feedback

Jim has decided he wants to buy a new car. This is a big purchase and requires a lot of research. As he is doing his research, he sees that his local auto dealer has received several negative comments online. The auto dealer has not responded to any of the negative comments, which makes Jim wonder if the company doesn't care or if it has fixed the problems mentioned.

Customers are the most important part of a business, and their feedback, or response to a product, is a valuable business tool. Customers want to know that their feedback is received and considered, so responding to feedback is essential. Nowadays, most people like Jim read reviews before buying a product or booking a service. How a business responds to reviews will help potential customers decide whether or not to make the purchase. Responding to feedback is vital for building relationships with current customers and attracting new customers.

Jim is puzzled that the auto dealer hasn't responded to the online complaints. He finds a different local auto dealer that has received both positive and negative comments. However, unlike the other company, this dealer has responded to all of the feedback, which leads Jim to believe it cares more about its customers. He decides to visit that dealership.

How to Respond to Feedback

Let's go through a series of tips for responding to feedback, including negative feedback. Responding to negative customer feedback can be a tricky situation. The business should try to respond in a way that will not make the situation worse or create additional complaints.

First, it's important to respond quickly. Someone at the business should be in charge of responding to feedback on a daily basis. If customers are looking at reviews online and notice that the business takes two weeks to respond, this will give them a negative impression before they even interact with the business.

When responding to customer feedback, always start by showing appreciation for the feedback, regardless if the feedback is positive or negative. A great example of an appreciative response is saying, 'Thank you so much for taking the time to provide us with feedback.'

Next, let customers know that the feedback will be used to help the business improve. This way they know it won't be disregarded. For example, 'Your feedback is our most valuable tool in ensuring that we are always improving our services. The feedback you have provided today will help us to grow and improve in these areas.' You may wish to go one step farther and say, 'I will be sure to share your experience with the entire team to let them know they are exceeding (or not meeting) expectations.'

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